Reach holiday shoppers on Pinterest

Summer might be in full swing, but holiday shopping season is already kicking off on Pinterest. Starting as early as July, some 62.7 million people come to Pinterest to get ideas for the holidays.1They’re looking for gifts, party ideas and more, with around 90% of all Pinners saying Pinterest helps them decide what to purchase.2 And they come to Pinterest because they say the ideas they find for things to buy are more tailored and relevant than other platforms, especially when they’re in a holiday pinch.3

Market researcher eMarketer is predicting a small dip in retail sales growth this holiday season—3.8% in 2018 vs 5.5% in 2017—so businesses will have to work a little harder to reach holiday shoppers.4 Luckily, Pinterest is packed with the season’s big spenders: 67% of Pinners say they will spend more than $250 this holiday season.5

Brands have a great chance to reach new customers heading into the holidays on Pinterest, but just who are those potential customers? We took a look at the holiday shoppers of Pinterest to help you make the most of this busy season.

Both a party lover and a realist, The Time-Saver wants the fun of hosting without the hassle. To make the most of their holidays they look for ways to make things convenient, whether it’s using pre-prepared ingredients in a dish or a party decor kit to quickly spice up a room.

They don’t mind if their holiday comes in a box—if it’s simple, straightforward and quick, it’s perfect. Food brands will want to showcase how to use products to make easy holidays meals, including both practical advice and quick ways to customize the dish. When it comes to gift-giving, The Time-Saver wants to find the right gift in as little time as possible. Make it easy by suggesting recipient-specific gifts, like ones for siblings or spouses.

This holiday season, utilize these categories and interests to reach new customers like The Time-Saver:

Generous and huge-hearted, The Gifter makes the holidays more magical. They’re most likely to be focused on others, and they won’t skimp on spending money to find the perfect gift. In fact, 86% plan on spending more than $250 or more this season.5

The Gifter doesn’t want anyone to feel left out, so they’ll buy gifts for nearly everyone, from family to friends to coworkers. They come to Pinterest to find new and excellent gift ideas, so make sure to emphasize the quality of the product you provide. Help them find the right gifts by suggesting products for different recipients—one for their spouse, one for a parent, etc.

To get in front of these magical gift-givers, take advantage of these top categories and targetable interests:

With a passion for partying, The Guest would much rather show up to a get-together than host one. They tend to splurge on themselves for the holidays, but they also know just what to bring to the parties they attend.

The Guest loves to be part of the party and to bring things for their hosts, including alcoholic beverages. Your brand can inspire them by showcasing products that would make great gifts for a party-thrower, like cocktails and beverage accessories. Incorporate creative that can show them how to take a simple item and take it to the next level.

Looking to reach people like The Guest? Give these categories and interests a go when you create your next holiday campaign:

As the mastermind behind the season’s best bashes, The Planner is the host with the most. They excel in whatever they do, whether it’s mixing the perfect punch or having the neighborhood’s most festive front yard. And it’s all because they do their research—they spend the time to decide what products are just the right ones for them.

The Planner is open to new ideas if they’ll make the holidays even better. Inspire them to use your brand’s food, home and gift ideas in ways that will make their holiday visions come to life. And don’t shy away from big ideas—they’re not afraid to cook up a lavish meal or put up stunning decor.

These are the top categories and targetable interests to keep in mind with these holiday perfectionists: